Tuesday, March 20, 2012 — 7:30 am–6:30 pm
7:30 am – 8:30 am : Wake-up & Mix-up
Arrive early for registration and take the opportunity to network at the breakfast table.
8:30 am – 9:45 am : Morning Conversation
Opening Keynote with Ted Rubin: Return On Relationship
According to Ted Ruben, it is all about relationships. Hear Ted explain in the MarketMix 2012 opening keynote.
Ted Rubin is a nationally known social media strategist, Chief Social Marketing Officer at Collective Bias and Social Media Strategist for MARS Advertising. In March 2009, Ted starting using and evangelizing the term ROR, Return on Relationship™… a concept he believes is the cornerstone for building an engaged multi-million member database. Many people in the social media world know Ted for his enthusiastic, energetic, and undeniably personal connection to people. Ted is the most followed CMO on Twitter and has one of the deepest networks of any marketer in the social arena. ROR is the basis of his philosophy—It’s All About Relationships! See Ted Rubin’s bio
9:45 am – 10:00 am : Coffee & Chat
Short breaks allow for short meetings. Take the opportunity to meet someone new and to visit the exhibit floor – or maybe the Social Media Lounge.
10:00 am – 11:00 am : Morning Sessions
Four Exciting Topics To Stimulate New Ideas
Viral ads help advertisers overcome the most common barriers to effective advertising. Virality creates engaged consumers, brand advocates, and business success. Virality supercharges media spend. And with Ipsos ASI’s newest model, the potential of an ad’s re-transmission via viral and social media channels can be estimated ahead of time. Ipsos ASI, the world’s largest ad testing organization, has uncovered four drivers of virality. Does your next campaign have what it takes to go big?
Rod Keller, Vice President of Advertising Research for Ipsos ASI will introduce the new model for Re-Transmission Potential and the background thinking that went into its development. Rod will share key learnings for ‘best practice’ in maximizing virality. We will look at examples of ads that work in this space, and explore why other ads that might at first glance seem to play by the rules of ‘effective advertising,’ fail to either connect with consumers or become viral.
If you are in the business of creating advertising and are at all reliant upon social media to help amplify your messaging, this will provide valuable insights into those things you need to do to maximize your advertising performance.
See Rod Keller’s bio
Gamification is the serious business of bringing fun to everyday behaviors. Companies across industries are utilizing gamification and advertainment techniques to promote consumer interaction with their brand or organization. With the great proliferation of media devices, cross-channel gamification is here to stay and you can learn how to make it work for your company to increase revenue, customer retention and brand-awareness.
Vicky Tamaru of Plexipixel and Joey MacArthur of Pokémon will be sharing their thoughts and experiences as veterans in the world of games and marketing. From tips on implementation to how to engage with the appropriate markets, you will learn a great deal about successfully bringing your brand to a whole new world of digital interaction.
See Vicky Tamaru’s bio
Rod Brooks, VP and CMO at PEMCO, and breakout speaker at MarketMix 2012
Word of mouth is the most powerful form of marketing. Nearly 80% of us say we trust recommendations from other consumers while more than 75% believe that companies are untruthful in their advertising. Clearly, today’s smart marketers are seeking out ways to stimulate consumer conversations and generate sustainable buzz.
Rod Brooks, CMO of PEMCO Insurance, will share the five key principles of effective word of mouth marketing along with the four decisions that every marketer and brand manager can make to fuel the conversation and create engagement for their brands. Are you looking for an edge? Then this is a session you won’t want to miss!
See Rod Brooks’ bio
Craig Friedson, Comcast
Whitney Joly, Comcast Spotlight
Marty Roberts, thePlatform
While everyone has been talking social media, the “old-fashioned” TV is undergoing dramatic changes. Learn how to integrate online with TV and how to use geographic niche targeting to make TV affordable and more accessible. TV will now be part of the conversation economy.
See Craig Friedson’s bio -
See Whitney Joly’s bio -
See Marty Roberts’ bio
11:00 am – 11:15 am : Mid-Morning Refresher
Another break allows you to grab two or three people for quick networking. Who will you start a conversation with today?
11:15 am – 12:15 pm : The Second Round of Sessions
Four More Idea Generators
While much of the buzz about marketing today continues to be about social media and mobile, the fact of the matter is that marketers cannot succeed in either space without a solid content strategy in place first.
This “content first” approach to marketing is now widely recognized as Content Marketing, which involves “thinking like a marketer, and acting like a publisher” as the basis of creating, distributing and sharing content for engaging with prospects and customers.
Russell Sparkman will introduce the fundamentals of Content Marketing through a presentation about the Content Marketing Cycle. At the conclusion of his presentation, Russell will do a “live” content strategy workout with a member of the audience, to demonstrate the essential processes and techniques.
See Russell Sparkman’s bio
Michelle Flandreau, Direct Marketing Manager at Tommy Bahama, will share the challenges of changing customer perceptions while broadening a brand beyond the bounds that customers are currently comfortable with. Sure, Tommy Bahama has brand evangelists for their clothing lines, but can they expand their demographics? Even venture outside of apparel?
Diana Lawson, shares experiences from relationship marketing at Microsoft.
The Microsoft Office Relationship Marketing team developed a lifecycle program to increase loyalty and customer engagement. The program resulted in increased loyalty and customer engagement, and also drove email open rates up to 9 times higher and clicks through rates up to 22 times higher than non-targeted Office email programs.
Marrying customer’s email address with behavior data, the lifecycle-based program is tailored to customer’s interests. The program gives customers highly relevant content via 11 triggered emails fully integrated with more than 15 banner ads. This session will go over all the details! See Diana Lawson’s bio
The Northwest Entrepreneur Network exists to help startups succeed. Telling the right story to the right audience is a particularly important skill that can be developed with the proper instruction and practice. Come learn as one of our best Pitch Doctors tells you what gives a story legs. Also, hear from David Weidner of Clever Rain Technologies, John Jerome of Jerome and Associates and Andy Boyer of Relaborate who have come through NWEN, and how they have crafted their own stories to squeeze the most from their marketing budgets and reach their target audiences.
See David Weidner’s bio
See John Jerome’s bio -
See Andy Boyer’s bio
12:15 pm – 1:45 pm : Lunch Conversations
Lunch Keynote with Ben Huh: The Internet Is A Funny Place
Ben Huh founder and CEO of Cheezburger
Ben Huh is the CEO and founder of Cheezburger. He’s a former journalist turned dot com entrepreneur who has a knack for nailing the zeitgeist and has been credited with bringing Internet memes to the mainstream and popularizing Internet culture. The success of Cheezburger is attributed to Ben’s knowledge of memes, viral content, and crowd sourcing. It’s not just about funny cats – it is a business!
See Ben Huh’s bio
2:00 pm – 3:00 pm: Afternoon Sessions
Four More Inspiration Opportunities
Jeff Hasen from Hipcricket and Gus Swanson from Clear Channel – Seattle will talk about entering the mobile space with success. You will be better equipped to identify the opportunities, ask the right questions, sell mobile into your organizations, and most important, move the needle on your business.
See Jeff Hasen’s bio
See Gus Swanson’s bio
Conversations with employees are just as important as the ones you have with customers and prospects. Mitch Germann of Edelman Digital and Dennis O’Malley of Moxie Software will share how internal social networks help to magnify and expand those conversations—and increase collaboration, productivity and innovation. What you’ll take away:
- How the Social Brand, the Social Business and the Social Customer all interact to create value
- How internal social networks enable your employees to be better brand ambassadors
- Where you fall on the social maturity curve
- How to get started with internal social networking
The session is moderated by Bill Boyd—founder of IABC's Morning Manager series, and co-founder of the Seattle Internal Communications Leaders Forum and the Information Overload Research Group.
See Bill Boyd’s bio -
See Mitch Germann’s bio - See Sennis O’Malley’s bio
David Preston is the community manager at Ride West BMW
David Preston lives with his community. His passion, engagement and subject matter expertise allows him to build a direct connection with those that are presumptive buyers.
In this session David talks about how to build a successful community and about the marketers role as an orchestrator that recruits, coaches and helps subject matter experts from all parts of the organization to engage in the conversations in online communities.
See Dave Preston’s bio
The use of video has become an essential component of an integrated marketing campaign. Video content is the most powerful and effective way of connecting with your audience on an emotional level. It is a staple in social media, branded entertainment, meetings, events, keynotes, customer evidence, new product introductions, promotions,training, education, advertising, public relations and the web. Case in point: YouTube is now the 2nd largest search engine on the web.
In our Marketing with Video session, attendees will learn to identify opportunities for the effective use of video in their business. Our experienced panelists will also share experiences and insights on content development and the production process in creating videos that will significantly impact the success of a marketing program.
Moderated by David Mangone, Partner and Executive Producer/Director of Wattsmedia, the panel will include Lee Tashjian, Vice President of Corporate Communications at Fluor Corporation; Eddie Rehfeldt, VP/Creative Strategist at Waggener Edstrom Worldwide; and CarolynPaola, Manager of Marketing Communications for Voyager Capital.
See David Mangone’s bio - See Lee Tashjian’s bio - See Eddie Rehfeltd’s bio - See Carolyn Paola’s bio
3:15 pm – 4:30 pm : Afternoon Vision
Afternoon Keynote: Allison Watson, Microsoft Corporate VP of US Marketing
Allison Watson, Corporate VP of US Advertising and Operations for Microsoft
Wrap up the day by hearing Allison Watson, Corporate VP of US Advertising and Operations, provide her unique perspective on the changes in how people consume content, and how it impacts marketers and brands. The ever-evolving landscape is the only constant in the Conversation Economy.
See Allison Watson’s bio
4:30 pm – 6:30 pm : Raffles, Mingling & Wine Reception
Practice Your New Conversation Skills
Don’t miss out on the conversation! Enjoy a cocktail in the exhibit hall, as we raffle off gifts for those that are present – if you aren’t there, someone else will take home your prize!
Check back often for the latest updates. For more information, please contact mikeg <at> gcdirect <dot> com.